Trade show attendance is on the rebound this year. Companies with replenished budgets will return to exhibiting as well as sending their employees to attend relevant industry tradeshows. As companies reconsider spending their marketing dollars on exhibiting, they will experience a greater need to justify their spend, increasing the competition among tradeshow exhibitors.
One of the most effective ways to increase traffic and create an impression on visitors after the show is through giveaways. According to Incomm Center for Trade Show Research and Sales Training, event attendees are 52% more likely to stop by your exhibit if you have appealing promotional items to give them. The majority of trade show booths have some type of gift they are handing out to attendees. How do you make your giveaway and your company stand out from the crowd? Below are some tips on making your handout memorable and your tradeshow presence a success.
Make it Unique - Handing out a tote or pen is still effective, but if you really want to stand out, think of something unique, that reflects your image, and that is relevant to your audience so that they think of you over and over again.
- Instead of a typical pen, give out a USB flash drive pen uploaded with a company video or your product price list.
- Transform the traditional tradeshow tote and give out lunch coolers with product samples inserted inside.
- Incorporate your giveaway into a show theme. For a sports-related or 'get in the game' theme, consider handing out an outdoor game or stadium cushion.
- Technology products are hot, useful, and relevant to any company who has an ecommerce web site. Mice, mouse pads, and screen cleaners are fairly inexpensive tech items that will help promote your web site.
Tiered Giveaways - Increasing booth traffic is important, but qualifying your booth traffic is even more important. Create a tiered giveaway approach, where you give entry level items to standard booth visitors, and you have a stash of premium giveaways for leads you have determined as qualified. This will ensure you are getting more bang from your buck on your giveaway
- Hand out pens or jotters to your standard visitors (great to take notes on products while in the booth) and have a supply of folding or golf umbrellas to give a customer who makes an appointment, or places an order at the show.
Preshow mailing - Do a preshow mailing to prospects you would like to visit your booth with details about what they will get when they arrive. Make sure it is an enticing gift that will bring them to your booth. This will not only increase your booth traffic, it will create excitement around your company.
- If they sign up for your service or an appointment, draw them in them with a laptop bag or a set of travel speakers.
- Make your preshow mailing even more interesting by doing a partial product mailing. Take a multi-piece item and mail half of it to your qualified prospects and encourage them to come to your booth to receive the other half of their gift. Ideas could include sending a mug wrap to customers with a note to come to the booth to receive their ceramic tumbler, or send them a wine opener and have them come to the booth to receive a complementing wine tote.
Whatever you decide to do, the two most important guidelines to consider are whether the item reflects your brand image, and whether it will be used over and over again. Keep these factors in mind and get creative. Your next tradeshow promotion is sure to be a success.
Posted by: Jamie Mlinarcik
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Topic: Promotional Products
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